Lesson Plan

• Describe how demographic characteristics influence product design.
• Explain the impact of socio‑economic background on pricing and material choices.
• Analyse a market segmentation index to evaluate targeting effectiveness.
• Apply user‑centred design principles to a chosen target segment.
• Evaluate how combined demographic and socio‑economic data inform design decisions.

• Projector and screen
• Whiteboard and markers
• Printed handouts of the comparative table
• Laptop with spreadsheet software for MSI activity
• Sample product images representing different market segments
• Sticky notes and coloured pens for group brainstorming

Begin with a quick poll: which products do students think are aimed at specific age or income groups? Link this to prior lessons on market research and explain that today they will explore how designers use demographic and socio‑economic data to shape products. Success criteria: students will be able to describe targeting variables, calculate a simple MSI, and propose design adjustments for a chosen segment.

1. Do‑Now (5’) – Students list everyday products and guess the target demographic/socio‑economic group; share brief responses.
2. Mini‑lecture (10’) – Overview of demographic vs socio‑economic variables, using the comparative table.
3. Group activity (15’) – Using data sheets, groups calculate an MSI for a fictional product and discuss weighting decisions.
4. Design challenge (15’) – Each group selects a target segment and sketches product modifications (materials, features, price) to meet that segment’s needs.
5. Gallery walk & peer feedback (10’) – Groups display sketches; classmates use a checklist to evaluate alignment with targeting criteria.
6. Whole‑class debrief (5’) – Summarise key insights and link back to design implications.

Recap how demographic and socio‑economic insights drive design choices and pricing strategies. For the exit ticket, students write one design change they would make for a different target segment. Homework: research a real product and produce a brief report outlining its target demographics, socio‑economic profile, and suggested design improvements.